In this recent Chiefmarketer.com article, I shed a spotlight on how celebrity endorsements in advertising can take a bad turn. But don’t let that prevent you from exploring the right kind of endorsement campaign for your marketing communications. In the article, I offer some examples and good advice to help you create a fairytale ending for your next endorsement campaign.
Branding & Creative
The Whole Brain at Johnson Direct
They say you’re either right brain or left brain focused. With marketing, you focus on the feeling or the facts. At Johnson Direct, we devote our talents to both to give you truly measurable marketing.
Are Dieting Celebrity Spokespeople Really Worth Their Weight?
Big name dieting systems and supplements are using big celebrities to tout their products’ waist-trimming benefits. But at the end of the day, is all this name throwing (and big spending) really benefiting the advertisers’ specific brand? That’s what Businessweek asked Grant Johnson for its Bloomberg Lifestyle report.
“Innovation” Continues To Be A Hot Topic For Marketers
David Aaker is my branding hero. I’ve read a number of his books, follow his contributions to Marketing News and frequently download his white papers. I recently reread three of his articles that were each written a year apart and focus on the role of innovation and its importance in today’s marketing world. I don’t think the articles were meant to be read as a series but I was intrigued how accurately they each built off one another.
JD Unveils New Company Logo
As with any brand that’s been around for a while (ours has been for 13 years!), we felt it was time for a little freshening. Using our proprietary Direct Branding™ process on ourselves, Johnson Direct launched our new brand identity today on our website and other online channels.